The client is a small shop with low budget.

We needed a simple and smart idea.

The brief was to design a brand identity for ‘Hotel Japan’ -- a gift shop offering a curated souvenirs for creative travelers visiting Japan.

At the beginning, we were planning to design the business card, brochure and wrapping paper, separately. However, in the middle of the designing process, we’ve noticed that all those are made of paper, and decided to design only wrapping paper which can turns into business card and brochure -- simple yet very ‘gift shop’ solution.

Despite the shop being located in a hidden place and no PR, it was ‘found' by a high culture magazine (like Monocle), and selected as "Top 100 must-visit places in Tokyo” in 2014.